Knowledge about personal branding, the development and sustaining of a personal
brand and the link between personal branding and career success did not exist in a
scientifically structured manner. The purpose of this study was to understand what the
elements of personal branding are and what it takes to develop a personal brand in
the corporate environment. It was also important to identify whether personal branding
is key to career success. The systematic literature review procedure was used to
identify, analyse and critically evaluate both empirical studies and popular literature
relating to personal branding. The current body of knowledge was ill defined and a six
step model detailing how to develop and maintain a personal brand was developed as
a result of a content analysis of the available popular literature. A measure of a
complete personal brand within the workplace was subsequently developed. In this
study, the hypotheses of a possible relationship between personal branding and
career success (performance appraisal score, 360 leadership evaluation and talent
board placement) were tested. It was found that talent board placement was
statistically significant and practically related to personal branding. The study was the
first to provide a measurement tool as well as empirical evidence on the relationship
between personal branding and career success and, as such contributed significantly
to the body of knowledge. This study also opened avenues for further research. / Daar was min kennis oor ’n persoonlike handelsmerk, die ontwikkeling en handhawing
van ’n persoonlike handelsmerk, en die verband tussen ’n persoonlike handelsmerk
en loopbaansukses in die wetenskaplike domein beskikbaar. Die doel van hierdie
studie was om die elemente van ’n persoonlike handelsmerk te begryp, asook om te
bepaal wat dit behels om ’n persoonlike handelsmerk in die korporatiewe omgewing
te ontwikkel. Dit was ook belangrik om te bepaal of ’n persoonlike handelsmerk
deurslaggewend is tot loopbaansukses. ‘n Sistematiese literatuuroorsig is gedoen om
empiriese studies asook gewilde literatuur oor ’n persoonlike handelsmerk te
identifiseer, te ontleed en krities te evalueer. Gegewe beperkte akademiese
kennismateriaal, en na aanleiding van die inhoudsontleding van die beskikbare
gewilde literatuur, is ’n sesstapmodel ontwikkel om aan te dui hoe ’n persoonlike
handelsmerk ontwikkel en gehandhaaf kan word. Na aanleiding hiervan is ’n
instrument ontwikkel om ’n person se handelsmerk omvattend in die werkplek te meet.
Dit is gevolg deur hipoteses van ’n moontlike verband tussen ’n persoonlike
handelsmerk en loopbaansukses (prestasiebeoordelingtelling, 360-leierskapevaluasie
en talentplasing) te toets. Die studie het bevind dat ’n persoonlike handelsmerk
statisties beduidend en prakties relevant is tot talentplasing. Hierdie navorsing lewer
’n omvattende meetinstrument vir die meting van ’n persoonlike handelsmerk, asook
empiriese bewyse rakende die verhouding tussen ’n persoonlike handelsmerk en
loopbaansukses. Die studie maak in dié opsig ‘n beduidende bydrae tot die gebrekkige
akademiese kennismateriaal wat oor hierdie onderwerp beskikbaar is. / Ulwazi nge-branding yomuntu siqu, ukuthuthukiswa kanye nokuqhubekela phambili
kwe-brand yomuntu siqu kanye nokuxhumana phakathi kwe-brand yomuntu siqu
kanye nokuphumelela emsebenzini bekuyizinto ebezingahlelekile ngendlela
yesisayense. Inhloso yalolu cwaningo bekuwukuqondisisa ukuthi ngabe iyini
imikhakha ye-branding yomuntu siqu kanye nokuthi yini okudingekayo ukwenza ibrand
yomuntu siqu emkhakheni wezamabhizinisi. Bekubalulekile nokubheka ukuthi
ngabe i-branding yomuntu siqu isemqoka kangakanani ekuphumeleleni emisebenzini.
Inqubo yokubuyekeza imibhalo ngendlela ehlelekile iye yasetshenziswa ukuphawula,
ukuhlaziya kanye nokuhlola izifundo ezinobufakazi ezenziwe kanye nemibhalo
edumile maqondana ne-branding yomuntu siqu. Imikhakha yolwazi ekhona
ibingachazekile kahle, kanti kuye kwalandelwa imodeli yezinyathalo eziyisithupha
echaza imininingwane ngokwenza kanye nokugcina i-brand yomuntu siqu, iye
yenziwa ngakho-ke kwase kuhlaziywa ingqikithi yemibhalo edumile ekhona.
Kwenziwe i-brand yomuntu siqu ephelele emkhakheni wezemisebenzi. Kulolu
cwaningo, kuhlolwe i-hypotheses yobudlelwane phakathi kwe-branding yomuntu siqu
kanye nokuphumelela emsebenzini (amaphuzu ohlolo lokusebenza ngendlela
efanele, uhlolo lobuholi obungu 360, kanye nokubekwa kwebhodi yamathalente
endaweni efanele) kuye kwahlolwa. Kutholakale ukuthi ukubekwa kwebhodi
yamathalente endaweni efanele yinto esemqoka ngokwamastatistiki kanti futhi
kuhambisana ne-branding yomuntu siqu. Ucwaningo belungolokuqala ukuhlinzeka
ngethuluzi lokukala kanye nocwaningo obunobufakazi obubambekayo ngobudlelwane
phakathi kwe-branding yomuntu siqu kanye nokuphumelela emsebenzini, kanti-ke,
lokhu yikho okuye kwaba nomthelela obabalukile kulwazi. Lolu cwaningo luvule
imikhakha lapho okungenziwa khona ezinye izinhlobo nemikhakha yocwaningo. / Business Management / DBL
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:uir.unisa.ac.za:10500/25900 |
| Date | 30 October 2019 |
| Creators | Coetzer, Esme |
| Contributors | Steyn, Renier |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Format | 1 online resource (ix, 189 leaves) : illustrations, graphs, application/pdf |
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